In advertising the “big idea” is gold. In an interactive agency, it’s sometimes easy to get swamped in the execution and forget about the idea, the purpose, the creative strategy. But the opposite is also true, and there is nothing that infuriates me more than those who come up with ideas with no concept of how to execute. Because ideas are just words on paper until you make it real. And I believe that good ideas are a dime a dozen. Lots of people have good ideas. In fact I’ve had about five good business ideas in the past twelve months, I’ve had personal project ideas, like dearttc.ca, I’ve had ideas for promoting non-profit organizations and I’ve had ideas for about a hundred short stories.
But the reality is, as I plug through draft#7 of my current short story, that it’s one thing to have an idea and its a totally other thing to make it happen, to make it all make sense, to make sure it makes sense to other people who are seeing or reading it without any context whatsoever.
As Ben read my most recent draft of my story I finally broke and just told him what I was trying to say. And it wasn’t coming out in the story. He found what I was trying to say was quite compelling, when I said it out loud. But he didn’t get it in the execution. So the moral is that while ideas do matter, what matters more is how you execute it. Because an idea is nothing unless it is made into something. Executing an idea is a million times harder than coming up with idea in the first place. I could sit on my ass and tell the world I have all these story ideas, written on cue cards and in journals. Really compelling shit. But it means nothing if I don’t actually turn it into something. Something that people actually get. And whether it’s an advertising microsite or a short story it’s a hell of a lot harder than you might think.